Alignment to "Intertwinement" A Sales & Marketing Love Story

Introduction:

Congratulations to President Obama and First Lady Michelle on their 31st wedding anniversary they celebrated this week. As I approach my 38th anniversary with my wife next April, my own journey has been marked by understanding, compromise, and most importantly, a deep knowledge of my partner’s needs, I can't help but see parallels with the realm of Sales and Marketing.

#ICYMI Chris Walker shared an alarming post this week where he sites several challenges with the traditional GTM funnel and He is SPOT ON! Over 66% of sales reps are expected to miss their quotas this year, with some predictions expecting it to exceed 80%. This isn't just about individual performance. It's a reflection of a broader, systemic issue. The traditional go-to-market model is showing cracks. Outdated frameworks from 2002 and 2011 still dominate our strategies, creating dissonance in many teams efforts. With an average CMO/CRO tenure of less than 18 months, 66% of reps missing quotas, and the sobering 0.1% conversion rate from MQL to customer, it's clear that the alignment model isn't sufficient.

Every successful relationship requires commitment, understanding, and continuous effort. Similarly, the relationship between sales and marketing is more than just alignment; it's about intertwinement, about coming together and operating as an integrated revenue team, not separate units with individual KPIs. It's about leaving behind dated metrics and practices and adopting a model that truly binds the strengths of both departments. What does marketing really need from Sales? What does Sales truly need from marketing?

This introduction marks the beginning of a compelling 10-part series titled “From Alignment to Intertwinement: A Sales & Marketing Love Story”. Here, I'll delve deep into the need to evolve beyond mere alignment. I'll explore the 5 specific needs of both Sales and 5 needs of Marketing, drawing parallels with marital principles from my nearly 40 years of marriage. Recognizing and committing to these intertwined needs can set organizations on a journey towards unparalleled success.

So, why should one intertwine? Because treating symptoms won't heal a system; we need to address the root. Are you ready to elevate your Sales and Marketing relationship from alignment to true intertwinement? Let this series guide you.